PERSUASIVE COMMUNICATION IN CONTEMPORARY MARKETING: EFFECTIVE APPROACHES AND BUSINESS RESULTS
DOI:
https://doi.org/10.1234/ijebs.v1i1.5Keywords:
Persuasive Communication, Marketing Strategy, Consumer Behavior, Emotional Appeals, Source CredibilityAbstract
This research examines the strategic role of persuasive communication in marketing by analyzing diverse persuasive approaches and their associated business outcomes in an increasingly competitive landscape. Through a comprehensive review of empirical studies published between 2019 and 2024, the research identified 45 relevant studies from an initial pool of 10,144 documents and systematically analyzed them using a narrative synthesis approach. The analysis reveals five primary persuasive communication approaches: emotional appeals, rational argumentation, linguistic strategies, visual elements, and source credibility techniques, whose effectiveness is moderated by product characteristics, audience attributes, channel properties, and cultural context. Business outcomes manifest across consumer attitudes and behaviors, brand equity, and financial performance, with an integrated model illustrating the cognitive, affective, and behavioral pathways of influence. Marketing professionals should adopt strategic approaches that align with product attributes, audience characteristics, and communication channels, while balancing emotional and rational appeals, leveraging source credibility, adapting to cultural contexts, embracing ethical practices, and implementing robust measurement frameworks. This research extends existing theoretical frameworks by highlighting the complex interplay between message characteristics, audience factors, and contextual variables in determining persuasive effectiveness, while identifying important research gaps regarding long-term effects, cross-cultural applications, and ethical considerations.
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